Posts Tagged by Pirozzolo

International PR expert Dick Pirozzolo on deepening US-Vietnam ties

Harris Communications Group Dick Pirozzolo, 3rd from left on panel at CEO Summit in Vietnam, July 2015

Harris Communications Group Dick Pirozzolo, 2nd from right on panel at CEO Summit in Vietnam, July 2015

Harris Communications Group member  and PR expert Dick Pirozzolo,  recently served on a panel in Ho Chi Minh City at the Vietnam CEO Summit 2015 where more than 100 Vietnam’s top executives and business owners came to learn about American marketing principles and how to penetrate markets in the US. Speakers and panelists included Harvard professors, journalists and marketing experts. Prof. John Quelch of Harvard Graduate School of Business Administration led the all-day discussion, reviewing Harvard case studies covering The New York Times transition to the digital age and Amazon’s phenomenal success as an online marketer. The event was organized by Boston Global Forum, a Boston think tank, founded by former Governor Michael Dukakis and Tuan Anh Nguyen, and Richard Moore Associates, a Hanoi and Ho Chi Minh City marketing firm. Pirozzolo told the group, “North Americans positively embrace Vietnam and Vietnam’s culture is more fully integrated into our society than that of any other Asian nation.” During the panel discussion, he urged the executives to rely on cultural events—including both Vietnamese and Western classical music performances—and celebrity to promote Vietnam. He noted that President Clinton’s recent visit to Hanoi was big news in the US and had enormous impact by placing Vietnam in the front of Americans’ minds. The bond between Americans and Vietnamese has grown tighter since the US opened up trade with Vietnam two decades ago.”

In a later interview Pirozzolo said, “You know Vietnam is integrated into our popular culture when you see Modern Family character Cam Tucker pulling off  a comical bit on how American’s can’t pronounce Pho, the traditional Vietnamese breakfast soup. Cam tries a couple of pronunciations on an Asian doctor who finally quips, ‘I wouldn’t know, I’m Japanese.’  Modern Family is the most popular show on American television, drawing an audience of 10 million—that means the writers expect a huge cross section of Americans to have enough awareness of Vietnam to get the joke. And, when you can comfortably bring in humor, that’s a big deal in terms of the relationship.”

Two young executives at the Vietnam CEO 2015 Summit. One big change. Ho Chi Minh City has become more fashionable over the past 20 years. Navy blue and charcoal Western suits are commonplace among men and, except for special occasions and among hotel, airline, and conference greeters, the demure Ao Dai is seldom seen in the city.

Two young executives at the Vietnam CEO 2015 Summit. One big change. Ho Chi Minh City has become more fashionable over the past 20 years. Navy blue and charcoal Western suits are commonplace among men and, except for special occasions and among hotel, airline, and conference greeters, the demure Ao Dai is seldom seen in the city.

Since Pirozzolo began promoting U.S. recognition of Vietnam, its most-favored-nation status, and US-Vietnam trade in the mid-1990s, this nation of 90 million has become an important business and trading partner, travel destination and major ally in maintaining the peace Southeast Asia. The July conference coincided with the 20th anniversary of US recognition of Vietnam and the granting of Most Favored Nation status. About 400,000 Americans and 100,000 Canadians are expected to visit Vietnam in 2015 according to Vietnamese government statistics. Vietnam is very welcoming, “I never felt any residual animosity during my involvement with Vietnam over the years. Notably over 60 percent of the populations was born after the American War ended in April of 1975—40 years ago. A prominent Vietnamese leader who was a child at the time said of those years, we just wanted the war to end.

Two young executives at the Vietnam CEO 2015 Summit. One big change. Ho Chi Minh City has become more fashionable over the past 20 years. Navy blue and charcoal Western suits are commonplace among men and, except for special occasions and among hotel, airline, and conference greeters, the demure Ao Dai is seldom seen in the city. “To put that 40-year time span into sharper focus, 1985 marked the 40th anniversary of the end of World War II and Americans were driving BMWs and Toyotas with nary a thought and the Japanese were listening to Phil Collins.” Panelists are from left  Moderator Nguyen Duc Son, brand manager, Richard Moore Associates, Michael Morris, journalists and author, Prof. Thomas Patterson, Harvard University, Tuan Anh Nguyen, chairman and co-founder of Boston Global Forum, Nguyen Van Tuong, president Tram Huong Khanh Hoa, a major agar wood supplier, Dick Pirozzolo, Pirozzolo Company Public Relations and editorial board of Boston Global Forum and Llewelyn King, host, White House Chronicles airing on PBS.   For additional details and photos of Vietnam during the 90s visit:

Dick Pirozzolo is an international PR expert based in the Boston area.  


HarrisCom’s Harris & Pirozzolo speak on book publishing for business

amhimage-FBAnharris | Harris Communications Group
Harris Communication Group  Managing Director Anita M. Harris and colleague Dick Pirozzolo told independent PR  practitioners how  book publishing for business can enhance your reputation and your clients’ –yesterday at the Weston Public Library.
As  published authors and PR professionals,  the pair discussed how books enhance professional prestige and thought leadership, underscore expertise, establish authority, create numerous spin-off media opportunities and generate passive income.
Topics included:
– How to get a publisher to buy your book
– Self-publishing in the internet age
– The value of e-books
– What every winning book proposal must include
– Crowdfunding, pricing your book, and other money matters
– How to market your book
Dick Pirozzolo is the author of three books on homebuilding and two corporate biographies. Anita Harris is the author of Broken Patterns,  and Ithaca Diaries, two nonfiction works that have established her as a forward-looking social and business culture authority.

–Anita M. Harris
Anita Harris is the managing director of the Harris Communications Group,  an award-winning public relations firm specializing in integrated strategic communication, content marketing and thought leadership for clients in healthcare, life sciences, technology, energy and education,  worldwide.  Contact us!

Dick Pirozzolo on “Next Level PR”

Dick Pirozzolo

Richard Branson, Jack Welch and Mark Zuckerberg are among the savvy CEOs who get better and more powerful press coverage.

It’s because they use Next Level PR principles that rely on these factors to generate news: controversy, humor story, consistency and simplicity  – the same principles you can use to promote and grow your company.

For details log onto my latest artricle on Next Level PR strategies in First America Startup or read excerpts below.

If Your Company Wants to Make Big News Use ‘Next Level PR’

Controversy – A colleague just told me that medical PR was tough now because of all the controversy over The Affordable Care Act.

What! Now is the time to jump in with two feet and take full advantage of the controversy over the Affordable Care Act or Obamacare to generate news for those who want to become leaders.

More than anything, journalists love controversy. We recently got a cover story in The PCB Magazine on how manufacturers of printed circuit boards for medical devices and an automated medication monitoring system will benefit from the Affordable Care Act with supporting comments by the nation’s leading medical ethicist Dr. Zeke Emanuel.

Funny –

There are times when funny will get you a lot more positive exposure than deadpan. Think New Jersey Governor Chris Christie eating a donut in front of David Letterman or Michelle Obama getting her groove with Jimmy Fallon.
Washington Post humorist and syndicated columnist Gene Weingarten once interviewed our client Hilla Ovil-Brenner, founder of WhiteSmoke, a turbo-charged spellchecker.

Weingarten quipped that Ovil-Brenner probably didn’t like it when people learned to spell because it would hurt her business.
She quipped back, “If I sold plus-size fashions, that would not mean I want women to be fat, it means I want them to feel good, look good and be successful in their lives. Just like WhiteSmoke helps people….”

The interview was hilarious and got picked up by newspapers nationwide. Product sales soared.

Story – 

Too often organizations forget that their CEO is a real-life character whose heart, skills, challenges, obstacles and conflicts make for far more interesting reading than canned quotes about how, “Delighted we are to announce Jean as the new VP engineering at Techno Pants Corp.”

Stop sanitizing CEOs. Let them be human, let them talk about how they resolve conflicts with the board of directors, investors or the government and their personal and business relationships. Make them come alive. We love knowing about Ben and Jerry, Jobs and Wosniak, Bill and Melinda and Richard Branson because we see them as real people.

Quick, who knows the CEO of Dell or American Airlines?

Consistency – 

While representing institutional investment managers, a journalist once mused, “How come 75% of all money managers are in the top quartile when it comes to their performance news releases?” That’s because the poor performers hide in the weeds when their numbers are down and emerge only when their numbers are up.

Want to win the respect of journalists, build credibility and generate positive press over the long haul? Be accessible when the news is bad. Get it out, get it over with and move on. When it’s time to deliver good news, you will be far more credible and will have a bond of trust with the editors and reporters that results in positive press.

Simplicity – 

Keep it simple. How many times do we use jargon like OEM, Forex or Q4 without thinking that the journalist who makes the first cut on our news release might be new to manufacturing or finance to say nothing of the reader. Journalism critics note that The Wall Street Journal, whose readers are supposed to be mostly business types, explains every term that is likely to be unfamiliar to the layperson.

Kim Wallace of the market research firm Wallace & Washburn in Wellesley, Massachusetts, and author of “Why People Don’t Buy Things,” puts it this way. “Liken new concepts to what we already know. Let’s say you want to reach customers who had never seen snow tires before and wanted to explain their benefit. If you say, ‘They are like snowshoes for your car,’ everyone will get it instantly.

Consider these news-making tactics when it comes to creating the kind of awareness that establishes your company as an influential leader and building greater awareness and brand equity.

That’s Next Level PR!

Dick Pirozzolo is Managing Director of Pirozzolo Company Public Relations in Boston, founded in 1980, and a Media Bistro Teacher. His firm figured prominently in promoting startup companies that have become publicly held or been acquired by major public corporations. He lives in Wellesley, Massachusetts and Nantucket.

The Harris Communications Group is an award-winning PR and market development firm specializing in PR, marketing, content and thought leadership for clients in healthcare,  science,  biotech, technoilogy and energy. Located in Kendall Square, Cambridge, MA, we’re on the pulse of some of the most exciting ideas, products and technologies, anywhere.